What is a Brand?

A Brand is an identifier, and a promise of distinction that positions a brand uniquely to its customers, employee’s, shareholders, and clients. A brand connects the products and services that a company offers with the consumer.

In the 70’s, and before, brand strength was identified by one simple test. It was by logo or trademark recognition.   Logo’s were shown to consumers and those Logo’s with the highest recognition value were deemed the most important and visible brands.

Today, a brand is not about just being a product identifier, logo, trademark, slogan, or cute image anymore. Successful branding is defined by how the brand, its brand attributes, and its brand statement reflect on the corporation, its products or services and how the brand “message” connects most closely with those attributes critical with its core audience.  A brands overall image today must relate, and connect, with its core audience. A brand has a defined point of distinction, and it offers a promise to its consumers and those who connect with it by how that brand statement is perceived by its customer, client, prospects, employees, stockholders, and with everyone that connects with the brand in some way.

 

Often in the consumer products marketplace we see that brands also reflect those “Lifestyle Attributes” that its consumer wishes to reflect into their lifestyle by making the choice to buy this brand of products. This is often seen in the drink markets, auto marketing, and related arena’s. Higher value brands also often reflect higher “lifestyle attributes” on their audience than do other less competitive brands.

The Page Group is experienced working with consumer products companies in helping them define their brand message, and then communicate those values out to all parts of the organization. It is more critical today than ever before to have all points of contact within the organization communicating the same brand statement, image, and care at each point the consumer connects with the company.

We are pro’s at establishing strategies that build on the brand values created, and implementing them throughout your organization.

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Everyday we must continue to ask what is our brand in today’s competitive marketplace, and how does our consumer connect with our brand.  The brand message is fluid changing to reflect the changes in our consumers behavior and connection with the brand.